The marketing plan handbook 

 - 3ª ed. 
 -  Pearson Prentice Hall,  2008 
 - viii + 190 p. + 25 cm 
<br/><br/>CHAPTER 1 Introduction to Marketing Planning 1  Preview 1--  Overview of Marketing Planning 2--  Marketing Planning Defined 3--  Contents of a Marketing Plan 5--  Developing a Marketing Plan 7--  Research and Analyze the Current Situation 7--  Understand Markets and Customers 8--  Plan Segmentation, Targeting, and Positioning 8--  Plan Direction, Objectives, and Marketing Support--  Develop Marketing Strategies and Programs 10--  Track Progress and Control Implementation 11--  Preparing for Marketing Planning 12--  Primary Marketing Tools 12--  Supporting the Marketing Mix 15--  Guiding Principles 16--  Summary 20--  CHAPTER 2 Analyzing the Current Situation 21--  Preview 21--  Environmental Scanning and Analysis 22--  Mission 25--  Resources 25--  Analyzing the Internal Environment 25--  Offerings 26--  Previous Results 26--  Business Relationships 27--  Keys to Success, and Warning Signs 27--  Analyzing the External Environment 27--  Demographic Trends 28--  Economic Trends 29--  Ecological Trends 31--  Technological Trends 31--  Political-Legal Trends 32--  Social-Cultural Trends 33--  Competitor Analysis 33--  SWOT Analysis 34--  Summary 35--  CHAPTER 3 Understanding Markets and Customers 37--  Preview 37--  Analyzing Markets 38--  Broad Definition of Market and Needs 39--  Markets as Moving Targets 41--  Market Share as a Vital Sign 42--  Analyzing Customer Needs and Behavior 43--  Consumer Markets 44--  Business Markets 48--  Planning Marketing Research 49--  Secondary Research 50--  Primary Research 50--  Using Marketing Research 51--  Summary 52--  CHAPTER 4 Planning Segmentation, Targeting, and Positioning 53--  Preview 53--  Segmenting Consumer and Business Markets 54--  Select the Market 55--  Apply Segmentation Variables to Consumer Markets 57--  Apply Segmentation Variables to Business Markets 60--  Assess and Select Segments for Targeting 61--  Targeting and Coverage Strategies 63--  Concentrated, Undifferentiated, and Differentiated Marketing 64--  Personas for Targeted Segments 65--  Positioning for Competitive Advantage 65--  Meaningful Differentiation 66--  Positioning and Marketing Leverage 66--  Summary 67--  CHAPTER 5 Planning Direction, Objectives, and Marketing--  Support 68--  Preview 68--  Determining Marketing Plan Direction 68--  Growth Strategies 69--  Nongrowth Strategies 70--  Setting Marketing Plan Objectives 71--  Marketing Objectives 72--  Financial Objectives 74--  Societal Objectives 74--  Customer Service 76--  Planning Marketing Support 76--  Internal Marketing 77--  Shaping the Marketing Mix 79--  Summary 79--  CHAPTER 6 Developing Product and Brand Strategy 80--  Preview 80--  Planning Product Strategy 81--  Goods, Services, and Other Products 82--  Features, Benefits, and Services 83--  Quality and Design 85--  Packaging and Labeling 85--  Product Development and Management 86--  Planning Branding 91--  Branding and Positioning 92--  The Power of Brand Equity 92--  Summary 94--  CHAPTER 7 Developing Pricing Strategy 95--  Preview 95--  Understanding Value and Pricing 96--  Customer Perceptions and Demand 97--  Value-Based Pricing 99--  Pricing Objectives 100--  Planning Pricing Decisions 100--  External Pricing Influences 101--  Internal Pricing Influences 104--  Adapting Prices 108--  Summary 110--  CHAPTER 8 Developing Channel and Logistics Strategy 111--  Preview 111--  Planning for the Value Chain 112--  Flows in the Value Chain 113--  Adding Value through the Chain 114--  Services and the Value Chain 114--  Channel Functions 115--  Planning Channel Strategy 115--  Channel Levels 116--  Reverse Channels 117--  Channel Members 117--  Influences on Channel Strategy 118--  Planning for Logistics 120--  Logistical Functions 121--  Influences on Logistics Decisions 122--  Summary 123--  CHAPTER 9 Developing Integrated Marketing Communication--  Strategy 124--  Preview 124--  Planning for Integrated Marketing Communication 124--  Choose the Target Audience 126--  Set Objectives and Budget 127--  Examine Issues 128--  Choose IMC Tools 129--  Plan Research 131--  Advertising 131--  Using IMC Tools 131--  Sales Promotion 133--  Public Relations 135--  Direct Marketing 136--  Personal Selling 137--  Summary 138--  CHAPTER 10 Planning Performance Measurement and Implementation--  Control 139--  Preview 139--  Forecasting Sales and Costs 140--  Measuring Marketing Performance 140--  Budgeting to Plan and Track Expenses 143--  Scheduling Marketing Plan Programs 145--  Measuring What Matters: Metrics 146--  Controlling Marketing Plan Implementation 151--  Applying Control 153--  Preparing Contingency Plans 153--  Summary 154--  Appendix Sample Marketing Plan: Sonic Superphone 155--  Glossary 164--  Endnotes 168--  Credits 181--  Index 00-- 
<br/><br/><label>ISBN: </label>9780132237550 
<br/><br/><label>Subjects--Uniform Titles: </label><br/>HF COMMERCE
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management--Handbooks, manuals, etc.<br/> manuals<br/><br/>